Sublime

Shortly before he died, Bill was asked what changes he expected in advertising in the eighties. He replied, ‘Human nature hasn’t changed for a billion years. It won’t even vary in the next billion years. Only the superficial things have changed. It is fashionable to talk about changing man. A communicator must be concerned with unchanging man – wha

entire industry

Demand for Good Is Growing In addition to demanding information, customers are seeking products that are good for them.

Only those companies that carefully measure trends in how their mainstream customers use their products can catch the points at which the basis of competition will change in the markets they serve.

consumer pain points

world a decade from now (i.e., now) is unforgiving of sub-par direct-to-consumer offerings.

Amazon’s Omnichannel Experiment

Brand buyers

in deciphering the structure of the customer, interviews, economic analysis, surveys, focus groups, trade-off analyses, and a rich array of other methods all give a partial reading.